KFC. Secret Bucket
KFC’s New Year’s advertising campaign
– Are you planning to celebrate?
– Of course not. There’s a war in the country!
This is the answer of almost every Ukrainian. Ukrainians have always spent the New Year holidays with family and close friends. But this year, the war spread us all over the country: mother is with relatives in Zhytomyr, father stayed in his beloved Kharkiv to look after the apartment, and best friend remained in Lviv. This situation was familiar to many people.
Here's what we did:
Context
For obvious reasons, Ukrainians were not in a festive mood. So we found a solution to bring families and friends together again and give each other a holiday spirit during the Christmas.
Idea
After brainstorming, a Christmas “Secret Bucket” was created. It can be hung at any KFC restaurant and picked up at any other KFC using the promo code received in an SMS. Thus, every Ukrainian can surprise their loved ones and be a secret Santa for them.
Implementation
Then the artist created unique Christmas characters that we used in the video, key-visuals, and SMM. Santa and his faithful reindeer assistants were drawn specifically for this advertising campaign and the KFC brand.
Animated story
In 3 animated videos and 2 radio ads, we explained in detail the mechanics of the Secret Bucket campaign. Thus, every Ukrainian could surprise their loved ones and become a secret Santa for them.
Campaign slogan
“‘Tasteful and grateful'”
Everyone could give their loved ones care, a delicious chicken and a festive mood.
Project team
Project management – Vadym Gordeev
Creative direction – Oleg Svyshch
Strategy – Roman Zotov
Copywrite – Volodymyr Oleshchenko
Art direction – Benjamin Kryzhanivsky
Production
Creative producer, director – @sashko.sviatsky
Artist – @mara_kava
2D animation
@sasha_kukushkin89, @denys.belyaev, Nadiya Limova, Natalia Lysenko, Olena Golubova
Audio design
Narrated by @dmitryi_nezhelskyi
Sound – @shen_music_production
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